AutoSync Platform at the Centre

Designing an Integrated Automotive Platform to Enable $100M ARR

The AutoSync product vision is to provide a unified omni-channel consumer and dealer platform to manage transactions end-to-end, in one place, so that dealers can sell more cars, faster, at higher gross, with lower costs, and to increase customer lifetime value.

As Director of Design at AutoSync, I led a cross-functional effort to redefine our core CRM product, resulting in faster sales workflows for 5,000+ dealerships and contributing to a 30% YoY revenue increase. This ongoing project is critical for AutoSync to defend its market-leading position in Canada and to maintain our target of 10%+ annual revenue growth.

Legacy Providers and Point Solutions

The automotive software industry is made up of legacy providers and newer point solution competitors. A dealership relies on a plethora of tools to run their sales operations, with the goal of optimizing deal closing rates (i.e. sell more cars), and deal closing velocity (i.e. sell cars faster).


In order to deliver on the promise of higher closing rates and velocity, software players are chasing a strategy of integration. Through dealer interviews and on-site customer panels, our team discovered the following dealer problems that we believe can be solved using an integrated automotive platform.

[image of sales operations problems]

Role of Design

As Director of Design, I led a team of designers and partnered with leaders in Product, Engineering, and Sales. I was responsible for UX strategy, design vision, and ensuring executive alignment on the direction of the platform.

My role was to bring this vision to life by building artifacts that inspired a shared mission, de-risk our strategy by getting in front of customers to present and get feedback, and directly contribute the roadmap for our product & engineering teams.

Roadmap to the Unified Vision

The roadmap to an integrated automotive retail system was divided into two phases:

Phase 1: CRM + Desking

Key value for dealers:
Desk any deal without re-key, and have all the relevant lead and deal information in one place.

[screenshot of activix lead page]

[screenshot of desking before & after]

[video of CRM + desking]


Phase 2: CRM + Desking + Digital Retail

Key value for dealers:

  • Collaborative online deal making

  • Upgrade any deal to an online deal

  • Eliminate swivel chair problem

Key value for consumers:

  • Collaborative online deal making

  • Build deal online before entering store, and continue at home

[screenshot of desking + moto lead page]

[video of crm + desking + dr]